Frankfurt Travel Industry Club


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This presentation was delivered to the Frankfurt Travel Industry Club on the topic of Social Media usage in the B2B environment.

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  • Social Media IS Global! These stats highlight the worldwide average- with most users login twice a day and over 26% use mobile apps to do so!
  • Frankfurt Travel Industry Club

    1. 1. Social Media in B2B Business Travel<br />24 January 2011 / Travel Industry Club<br />P. 1<br />Travel Industry Club / 24 Jan 2011<br />By: Rana Walker / US Comms & Marketing / AirPlus International, Inc. <br />
    2. 2. The Social Media Prism<br />Content<br />Conversation<br />Relationship<br />Experience<br />Source: Insights Consulting Study, 2010<br />P. 2<br />Travel Industry Club / 24 Jan 2011<br />
    3. 3. “Please come to HQ and share your expertise & enthusiasm for Social Media <br />– but don’t expect to change the world.”<br />- Former Exec. Director of Global Marketing for AirPlus to Me<br />P. 3<br />Travel Industry Club / 24 Jan 2011<br />
    4. 4. Social Media is Global! <br />Percent of Internet users utilizing Social Media by country<br />Source: The Next Web Study June 2010<br />P. 4<br />Travel Industry Club / 24 Jan 2011<br />
    5. 5. World Map of Top Social Media Sites <br />P. 5<br />Travel Industry Club / 24 Jan 2011<br />
    6. 6. Mapping the Social Internet– Harvard Business Review, July-Aug. 2010<br />P. 6<br />Travel Industry Club / 24 Jan 2011<br />
    7. 7. P. 7<br />Travel Industry Club / 24 Jan 2011<br />
    8. 8. P. 8<br />Travel Industry Club / 24 Jan 2011<br />Social Media Sites where B2B & B2C Manage Profiles<br />
    9. 9. B2B Marketing in Social Media<br />P. 9<br />Travel Industry Club / 24 Jan 2011<br />B2B companies are ahead of their B2C in social media adoption Source: – 2009 B2B Social Media Benchmarking<br />81% of B2B companiesmaintain company-related accounts or profiles on social media sites versus 67% of B2C<br />75% of B2Bs participate in micro-blogging (eg. Twitter) vs. 49% of B2Cs<br />Use of social media by B2B companies is validated by B2B buyer perspectives Source: Cone Inc – Social Media in business<br />93% of business buyersbelieve all companies should have a presence in social media<br />85% believe companies should not just present information via social media, but use it to interact and become more engaged with them<br />Vital statistics for every B2B marketer:<br />
    10. 10. Social Media for Travel <br />P. 10<br />Travel Industry Club / 24 Jan 2011<br />Suppliers such as airlines, trains, hotels, resorts, car rental companiesall use social media today for customer service, share knowledge, promos, sales & build brand loyalty<br />Travel Technology companies use it for trends, testing, engagement and promotion<br />Travel Agenciesuse social media to connect, promote and target market<br />Corporate Travel Managersutilize social media to connect with their end users- business travelers and with their suppliers<br />Travelers use to connect with all the above, for all the above reasons!!!<br />Travel Press/Media use it for research, detect trends and share news online<br />From Supplier to Traveler – social media in the travel industry<br />
    11. 11. P. 11<br />Travel Industry Club / 24 Jan 2011<br />Mid-size companies lead use of social media to support business travel management around the globe<br />No, we do NOT use social media<br />Yes, we do use social media<br />
    12. 12. AirPlus in Social Media <br />P. 12<br />Travel Industry Club / 24 Jan 2011<br />Own online blogging community<br />Facebook page:<br />Twitter sites:,, etc….<br />YouTube page:<br />Linkedin page:<br />XING page:<br />Case Study: AirPlus<br />
    13. 13. P. 13<br />Travel Industry Club / 24 Jan 2011<br />Social Media is evolving and changing the way we communicate and conduct business. It’s benefits are external, internal and beyondour imaginations.<br />What we lose in control – we gain in transparency!<br />
    14. 14. P. 14<br />Travel Industry Club / 24 Jan 2011<br />If Facebook were a country, it would be the third most populated in the world!<br />Only China & India are more populated.<br />
    15. 15. Facebook reach/usage by country<br />Today, Facebook is available in a total of 70 different languages & has over 500 million active users. (Source: Facebook)<br />There are more than 100 million active users currently accessing Facebook through their mobile devices. (Source: Facebook)<br />Source: The Next Web Study April 2010<br />P. 15<br />Travel Industry Club / 24 Jan 2011<br />
    16. 16. Travel Industry Club / 24 Jan 2011<br />Global Facebook Audience as of 17 January 2010<br />In Germany<br />14,232,960<br /> 585,184,940<br />Male / Female Ratio<br />Age Distribution<br />P. 16<br />
    17. 17. Why Facebook?<br />P. 17<br />Travel Industry Club / 24 Jan 2011<br />Utilize pictures of staff and events to show your company culture<br />Highlight CRS activities to show your company philosophy<br />Share research and knowledge – link to additional resources<br />Promote upcoming events to gain attention and attendance<br />Highlight partner activities to enhance relationships<br />Promote industry news, blog & comment to show your company as a thought-leader or with an opinion<br />Provide a place for employees to feel connected online – internal facebook relations provide a global virtual forum for staff<br />Project a human element to your company:<br />
    18. 18. P. 18<br />Travel Industry Club / 24 Jan 2011<br />
    19. 19. YouTube statistics<br />P. 19<br />Travel Industry Club / 24 Jan 2011<br />YouTube uses the same amount of bandwidth as the entire Internet used in 2000<br />YouTube receives more than2 billion viewers per day<br />YouTube is available in 19 countries and 12 languages<br />Music videos account for 20% of uploads<br />Half of YouTube’s users are under 20 years old<br />You would need to live for around 1,000 years to watch all the videos currently on YouTube<br />Source: YouTube<br />
    20. 20. Why YouTube?<br />P. 20<br />Travel Industry Club / 24 Jan 2011<br />Customer testimonials are quite effective in video<br />Video blogs from your executives on:<br />the company activities/events<br />company financial results<br />industry topics<br />Marketing campaigns can go viral like never before<br />User tips/guides to your products – showcase products and tips for best in class use<br />Highlight events and philanthropic activities in an inspiring way<br />Some of us are more visual learners – seeing is believing:<br />
    21. 21. P. 21<br />Travel Industry Club / 24 Jan 2011<br />50 MILLION.<br />The number of tweets per day on Twitter.<br />That’s approx. 600 tweets per second!<br />Source: Twitter<br />
    22. 22. A few Twitter Stats<br />P. 22<br />Travel Industry Club / 24 Jan 2011<br />Over 60% of Twitter use is outside the U.S.<br />Twitter gets more than 300,000 new users every day<br />There are currently 110 million usersof Twitter’s services<br />Twitter receives 180 million unique visitseach month<br />There are more than 600 million searches on Twitter every day<br />There are more than 50,000 third-party appsfor Twitter<br />More than a third of users access Twitter via their mobile phone<br />Source: Twitter<br />
    23. 23. Why Twitter?<br />P. 23<br />Travel Industry Club / 24 Jan 2011<br />Detect industry trends and take polls/surveys in real-time<br />Disseminate insightful information quickly and effectively<br />Straight to the point, 140 characters only means no need/nor room for unnecessary fluff or advertising spin<br />Share knowledge readily with customer, partners, press and industry<br />Glean and pass along other interesting industry news to show depth<br />Promotion of partner activities for greater relations<br />Terrific for customer service – make contact with end-user (not often possible in B2B environment)<br />Fast, efficient, economical and viral:<br />
    24. 24. “More people comment directly to me about my tweets than any about e-mail I’ve ever sent.”<br /><ul><li> Patrick Diemer</li></ul>AirPlus International Managing Director<br /><br />P. 24<br />Travel Industry Club / 24 Jan 2011<br />
    25. 25. P. 25<br />Travel Industry Club / 24 Jan 2011<br />
    26. 26. LinkedIn? <br />90M+ members in over 200 countries<br />+3M new members per month = 1+ new member per second<br />CAN: 4%<br />EU: 22%<br />IND: 8%<br />USA: 52%<br />BRZ:2%<br />AUS: 2%<br />Source: LinkedIn<br />
    27. 27. LinkedIn Stats<br />P. 27<br />Travel Industry Club / 24 Jan 2011<br />Executives from all Fortune 500 companies are on LinkedIn<br />LinkedIn receives almost 12 million unique visitors per day<br />LinkedIn is available in six native languages – English, German, French, Italian, Portuguese and Spanish<br />80% of companies also use LinkedIn as a recruitment tool - Oracle’s CFO, Jeff Epstein, was headhunted for the position via his LinkedIn profile<br />Source: LinkedIn<br />
    28. 28. P. 28<br />Travel Industry Club / 24 Jan 2011<br />
    29. 29. Why LinkedIn?<br />P. 29<br />Travel Industry Club / 24 Jan 2011<br />Build old-fashioned rolodex in new way<br />Build trust and rapport<br />Excellent for qualifying a candidate/recruiting<br />Share research & glean knowledge through groups of like-minded individuals<br />Gain insights into:<br />Connections<br />Partners<br />Competitors <br />Staff<br />Networking supplement to the face-to-face events:<br />
    30. 30. Social MEdia<br />Share your personality, NOT your personal information!<br />Share your company’s philosophy, NOT proprietary information!<br />P. 30<br />Travel Industry Club / 24 Jan 2011<br />
    31. 31. Suggestions for Twitter, LinkedIn & Facebook include:<br />Links to interesting online articles, other industry resources <br />Observationson travel industry trends & pain points for business travelers<br />Share your personality & always be genuine-a fraud is easy to spot online!<br />Ask questions, answer questions – share your expertise & knowledge!<br />Invitations to events & activities where you/your company will be present<br />Share your promotional activities, online contests, employee recognition<br />Highlight your CSR efforts<br />Link to your partner’s social media pages when they post something valuable<br />Ideas for posts on Social Media platforms<br />P. 31<br />Travel Industry Club / 24 Jan 2011<br />
    32. 32. What’s next? (in my opinion)<br /><ul><li>Mobile technology will be the most influential – most users log-in twice a dayusing smartphones, blackberries, iPhones to do so!
    33. 33. Only 11% of teenagers e-mail today - they prefer social media platforms and SMSing/texting
    34. 34. Even further personalization toward your preferences making it all about convenience and trust!Personal recommendations will be key.
    35. 35. User apps bring more efficiency making it all about the NOW!
    36. 36. Better leveraging of web technology – webinars, skype, teleconferencing, virtual tradeshows
    37. 37. Enhanced security measures, many new laws & rules of engagement</li></ul>Source: Insights Consulting Study, 2010<br />
    38. 38. “Our benefit package is that we don’t block Facebook.”<br />P. 33<br />Travel Industry Club / 24 Jan 2011<br />
    39. 39. Many thanks & let’s connect online!<br />Rana Walker<br />AirPlus International<br /><br /><br /><br /><br /><br /><br />P. 34<br />Travel Industry Club / 24 Jan 2011<br />